Sue Y. Nabi, Coty Inc. chief executive officer, has a singular vision for the sweetness industry.

“As an alternative of redefining beauty, possibly a very good solution to create the fantastic thing about today, of tomorrow, is to ‘undefine’ the notion of beauty,” she said.

“What constitutes beautiful? An everlasting query, the reply for which has built and fueled our industry over time,” Nabi said in a video played. “It is that this standpoint on beauty that can grow Coty aside from the remaining.

“We consider that today nobody can control or dictate what’s or will not be beautiful,” she continued. “Beauty becomes formless, like water — a continually evolving and adapting concept. We’d like to undefine the notion of beauty. It’s not fixed, it’s formless. And it’s not singular, it’s plural.”

So what does that mean from a business and a strategic standpoint? asked Jenny B. Effective, executive editor, beauty, WWD and Beauty Inc, in conversation with the CEO.

“It opens limitless possibilities. The thought is to unleash every vision of beauty,” said Nabi, who explained Coty will check with people all over the world to grasp what they feel is gorgeous. “We’re there to serve their desire of beauty.”

Nabi addressed WWD Beauty CEO Summit attendees a day after Coty released its third-quarter fiscal-year results. For the three months ended March 31, Coty’s net revenues got here in at $1.9 billion, up 9 percent on-year and beating analyst forecasts for $1.23 billion.

The outcomes marked 11 consecutive quarters of growth for the group, outpacing expectations.

“Our businesses are booming in every category, in every division, in every region,” she said.

Coty also recently announced it’s mulling a dual listing, considering going public on the Paris Stock Exchange, alongside the Latest York Stock Exchange.

“European investors are waiting to purchase Coty stock,” said Nabi, adding an IPO in Paris would bring the group back to its roots, because it was born in Paris in 1904.

Nabi considers Coty as an organization stuffed with white spaces, prime for growth.

“I believe that is the rationale why you’re seeing this company interesting an increasing number of people across the globe,” she said.

Coty’s prestige division is principally driven by fragrances today.

“We’ve got huge white spaces in prestige makeup and skincare that we are only beginning to tackle now,” said Nabi. “In relation to consumer beauty, we’re mainly a makeup-plus-fragrance company. There, we’ve got huge white spaces.”

China is a giant opportunity for Coty, in accordance with Nabi, who was back from a visit there just a few weeks prior. She carried out some home visits within the country.

“I used to be surprised by the extent of experience of consumers,” Nabi said, citing one who said she had purchased a certain beauty product over one other because its opaque packaging protects the soundness of the molecules contained in the formulation it held. “This is generally something I can hear from R&D teams.”

As a beauty company in China, she said: “You’ve got to be very precise, progressive and best-in-class on all KPIs. The classical marketing tricks don’t work anymore. Forget marketing — do good products. That’s a very powerful lesson I took from this trip to China.”

Coty desires to double sales in that country. There, the group mainly trades in fragrances, so skincare could turn into a serious growth driver. To wit: A number of weeks ago, Coty launched in China its most premium skincare line, Ligne Princière, from Lancaster. Early results are promising.

“At the top of the day what counts are formulations that deliver and surprise people by way of efficacy,” said Nabi. “Second, that folks love to inform your story, to amplify your story. So it signifies that your story is interesting, meaningful and recent to the market.”

Third, it’s key to have the precise people making that occur.

Nabi expects Orveda — the brand she cofounded with Nicolas Vu, which is now in Coty’s portfolio — will take the skincare industry into the long run.

Nabi said she learned every thing from being an entrepreneur. Her years at L’Oréal taught Nabi the best way to run big brands, then Orveda gave her the experience of starting something from scratch.

“At the top of the day, one billion is only one plus one plus one, one billion times,” said Nabi. “A small brand is identical story as a giant company. So the truth is, I learned my current job once I was at Orveda mainly.”

At Coty, there are some smaller brands she’s starting to infuse into the corporate. One — revealed just a few days after the summit — is Infiniment Coty Paris, a rebirth of the Coty Paris brand. That along with Orveda’s recent serum, called The Omnipotent Concentrate, each within the ultra-premium beauty segment, will set the group on a recent route, called “Coty Protopia.” That melds science, sustainability and art.

“We like to create brands, too. That is what our business is all about — creating recent things from zero,” said Nabi, who’s talented at reviving brands, as well.

“Brands are points of view on the world,” she said, calling them also “partners in life.”

Nabi believes every brand needs to talk to an individual’s brain, heart and soul.

“It is absolutely vital to not forget any of those three,” she said.

Nabi and her team challenge themselves on a day by day basis.

“I at all times attempt to put myself within the shoes of an entrepreneur, while having the Coty power behind us,” she said. “This, in facts, help me to unlock many bottlenecks in the corporate.”

Growing small brands allows her to troubleshoot in ways in which well serve the remaining of the group.

Wellness is the secret for Coty overall, Nabi explained.

“This concept of looking higher, feeling higher is at the middle of our world and our business,” she said. “We consider that wellness is the following frontier for many of our brands. There are methods to go there which might be different from one brand to a different. I think this might be also an ideal solution to make beauty the love category for consumers.

“We’d like to fight against beauty that makes people feel uncomfortable,” she continued. “Wellness is giving beauty this depth and this essentiality that sometimes it may lack, so that folks feel that it’s something visible, but in addition working on what’s not visible — much more importantly.”

Within the third quarter, Coty registered double-digit growth in Europe and within the U.S., because of the group’s fragrance business. Nabi believes the uptick in perfume consumption is because of it now not being treated as a commodity.

“It’s really a one-of-a-kind creation,” she said. “It’s lots of science, artistic creation and storytelling — and that is back.”